Insider: Reebok & Skechers at the Super Bowl

Shape-Ups took center stage in commercials during the big game.

By and
with contributions from Jennie Bell, Katie Abel
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Reebok ZigTech sneakers

Photo By Courtesy Photo

Super Boat
While some brands were grabbing airtime during last night’s Super Bowl, Reebok was taking advantage of the huge press presence at the game. The athletic giant parked a yacht at the Ft. Lauderdale Marina Hilton and invited media outlets to come aboard. The reason? A preview of the brand’s ZigTech training shoes, demo-ed by athletes including past Super Bowl MVPs Santonio Holmes and Eli Manning. But as big as the event was, John Lynch, head of U.S. marketing at Reebok, said it’s only the beginning. “We’re going to be doing a huge campaign [for ZigTech], along the same lines as what you saw for EasyTone,” he said. Included in the plan is a print placement in the Sports Illustrated swimsuit issue (out tomorrow) and TV commercials that will start airing in the days leading up to the shoes’ launch on March 11. The ZigTechs (and their eye-catching, Slinky-based soles) will be available for men and women at major retail chains, including Foot Locker, Nordstrom and Finish Line. And don’t be surprised if you see them on a few stars of MTV’s “Jersey Shore” — cast members got pairs when they were in town for the game.

Skechers is looking to score more fans for its breakout Shape-ups brand. The company aired two 15-second spots during last night’s Super Bowl broadcast, featuring football star Joe Montana and testimonials from consumers. Sam Poser, an analyst with Sterne Agee, said that Skechers spent “well less” than $3 million for the spots and that the move was a reallocation of planned marketing dollars.

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